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Creative solutions project for Sony UK, all shots by Jason Tozer

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Planet TozerBlowing bubbles up to the size of planets for Sony UK

Sony approached me looking for a way in which to demonstrate the capabilities of its latest camera, the Alpha 350 D-SLR. We at Creative Review commissioned photographer Jason Tozer to create a suite of images around the theme of bubbles, thus tying in with the overall campaign idea for the camera. The result was one of the most creative and cost-effective viral campaigns of the year.

Tozer's vast gas-like planets, alien-like amorphous blobs and psychedelic explosions debuted here on CR Blog. Despite their other-worldly appearance and the prevalence for filters and post effects in modern photography, the series was created completely in-camera with the A350. In this way we successfully communicated the key features of the new model whilst generating significant buzz around the camera's upcoming release.

Later, a second blog post exposed the humble equipment Tozer used to bring his subjects into being: namely, washing up liquid and a coat hanger bent into a hoop.

The work received national coverage in The Metro, both in print and online:

It was also featured in our own Creative Review magazine.

Flickr helped bring the work to the wider photography enthusiast outside of our core audience.

Whilst finally an exhibition of Tozer's work - in association with Sony - was displayed at London's theprintspace Gallery.

The supporting exhibition material, including invites and identity for the show, were designed by Michael C. Place at Build.